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What Is Traditional Luxury

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CHAPTER I: COUNTERCULTURE OF CONSUMPTION THE COMPLICATED MILLENIAL It goes without saying that today’s consumption society is composed of educated spenders. These affluent consumers are extremely brand conscious, thanks to the multi-billion advertising industry for luxury campaign, as well as the infinite amount the fashion media, from the traditional hard copies to digital platforms. Consumers know exactly what to buy, where, when and how to purchase these premium-priced or luxury products—regardless of his or her social status. Particularly among the millennials, their ideas of luxury items are no longer hold the same values as their parents generation. Unlike any other generations, the millennials are quickly and largely changing their consumer …show more content…

According to the Wealth Report, less than half of surveyed wealthy consumers (annual household income above $150,000 US) especially the older respondents believe that craftsmanship is a differentiator of luxury against mainstream (Carr 2013). The result shows that there is a conflict of interest in the traditional luxury’s pillar of craftsmanship, against the modern popularization in contemporary-oriented fashion. Therefore, the perceived value of the modern luxury has skyrocketed beyond a reasonable threshold—matching that of traditional luxury. The price points of a handbag with know-how history can more or less be similar to the contemporary designer brands. The value of artisan skill is less procured, due to the much available assembly-lined …show more content…

Many media experts have been arguing for the relevancy of culture jamming around the time of the rise for global economic industrialization and luxury consumption. The term was coined back in the 1984 by Nagativland, a San Francisco-based experimental music band (McLaren 2014). Culture jamming, or also referred to as ‘culture hacking’, is an “act of using existing media such as billboards, bus-ads, posters and other ads to comment on those very media themselves or on society in general, using the original medium’s communications method,” according to the modern, colloquial or slang definition (Urban Dictionary

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In “ Commodify Your Dissent” article, Thomas Frank shows his point which is based on the American cultural ideas in the 1950s. It has a lot of difference between two lifestyles such as fashion, education, and technology. So that, I agree with Thomas Frank’s contention that marketing no longer promotes conformity but, rather, promotes “never-ending self-fulfillment” and “constantly updated individualism” (paragraph 6) because humans’ trends ,interest, and culture is always changes by the time. When the humans ‘ lives develop increasingly, humans ' needs gradually improve. Comparing to 1950s, the technology in modern life is developed significantly, so advertisers also have to change to match consumer trends to get their attention.

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As in the 1950’s, new products such as dishwashers and washer and dryers were mass produced and this caused wives to pressure husbands to buy the fancy new items. And this push was not limited to just buying items, as it extended into the push for new innovation and technologies. The hunger for new items and the need for new ones propelled 50’s consumerism even further. However the 20’s consumerism was different. Rather than developments in individual items propelled consumerism, 50’s consumerism was driven by mass changes in industry.

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Consumerism in relation to women is blatantly sexist in that it produces an ideology that female consumers are constantly purchasing extravagant items because they are incapable of spending money rationally. The theory continues to suggest that female consumers are searching to enhance their femininity to appeal to the binary gender

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Tailored clothes were also designed with much more aesthetic detail such as pictures being “embroidered by hand” (Source 2. 5) which meant clothes took hours upon hours to finish. These fancy clothes were a symbol of wealth because only the rich could afford to have these clothes custom made for them. Lower or middle class people often had their own family members making clothes for them because they could not afford to have a tailor. Most clothes made by lower to middle class people were only made of “one or two pieces of cloth” (Source 2. 4) in order to conserve cloth for other clothing. As time when on tailoring changed from making fancy designs to making clothes that fit the body well and looked good.

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In the article accepting or rejecting innovation, the author mentioned that some of the people will pay double price for the designer jeans. Although the jeans without designer have the same quality as the designer one and people will only need to pay half of the price compared to the designer jeans. As a result, many people will still choose to pay double price for the designer jeans. However, the people who bought the designer jeans are only because of social value. They might want to show off in front of other people.

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The fabrics were imported from India and manufactured in the north of England which contributed to the expanding British textile trade. (White, M) However, the new fabrics were quickly available for the lower ranks of society and allowed ordinary men and women to copy their superiors. This led to what Lemire describes as democratization of fashion in Fashion’s Favourite. The influence of the new consumerist culture was therefore reflected in the new desire for fashion to appeal aesthetically as opposed to the mere usefulness of clothing.

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Cultural bias highlights differences among viewpoints, persons and groups that preference one culture over all. We can describe cultural bias as discriminative because it introduces one group's accepted behavior as valued and distinguishable from another lesser valued societal group. Cultural bias was found to be the major determinant of where certain people live, what their opportunities in education and health care. Bias is a tendency to favor of one person, group, a thing or point of view over another, often, in an unfair way. Bias can be a personal opinion or a more public opinion, such as a news story, that only presents facts that support one point of view.

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Bourdieu’s Distinction, a social critique of the judgment of taste, is one of the author’s main contributions to sociology, with parallels from classic authors such as Kant and Marx. Bourdieu reports society stratification and efforts towards class differentiation based on taste, using a sample analysis of 1.217 persons on a survey applied in France in 1963, 1967 and 1968. On his analysis, Bourdieu applies statistical analysis linking economy, culture and educational capital as variables, measuring the intensity of this relationship in terms of photography, composers, furniture shopping, gastronomy, youth generation singers, abstract painting, food budget, sports and fashion taste. From these observations, he traces the most cited ones back

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a. L’Oreal Paris symbolizes a luxurious and aspirational beauty conscious customer. The brand ambassadors for the same have been people renowned for their beauty conscious self. The noun ‘Paris’ in the name brings in the fact that the product has an apparent elegance that the ‘fashion capital’ of the world possesses. The value for this line of products would cater to a customer who seeks an apparent elegance in their commodity of interest. For the niche customer of a L’Oreal Paris product, price would come secondary to the quality and status symbol it would attribute.

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Fashion is more common in current society than in the ancient tribes or peasant communities. Modern society is an open one where class differences are not as severe as in primitive society. Its urban and mobile class structure allows people to develop its own personality taste and implement its new course. The modern world is more open-minded to differences and consequently places few restraints on the cycle of fashion. Our principles of judgment have also changed.

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In spite of being originated in the 17th century Baroque fashion has made a very strong comeback in the fashion realm. The Baroque period was all about exuberance drama and grandeur According to Cogsworth, ‘If it 's not Baroque, don 't fix it!’ (The Beauty and the Beast, 1991). The fashion industry seems to be inspired by the baroque fashion and this can be clearly seen in either the silhouettes of the garments or the bold and glorious prints. Fall/winter runway collection 2012of designers like Dolce and Gabbana and Balmain are a celebration of Italian spirituality and grandeur (Davidson, 2012).

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Emergence of fast fashion has brought a drastic change in the fashion industry on a global level. Over the past decade it has brought a significant development in the retail sector as well as consumer behavior. This essay highlights the challenges and the opportunities as well as short term and long-term impacts of fast fashion on the industry. Fashion is a style of clothing or dressing at a particular time or place. Fashion is dynamic that is it keeps changing or evolving with time.

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1094 Words | 5 Pages

Popular culture or pop culture is the entirety of ideas, perspectives, attitudes, images, and other phenomena that are within the mainstream of a given culture, especially Western culture of the early to mid 20th century and the emerging global mainstream of the late 20th and early 21st century. Heavily influenced by mass media, this collection of ideas permeates the everyday lives of the society. The most common pop culture categories are: entertainment, sports, news, politics, fashion/clothes, technology and slang. Popular culture is often viewed as being trivial and "dumbed down" in order to find consensual acceptance throughout the mainstream. As a result, it comes under heavy criticism from various non-mainstream sources which deem it superficial, consumerist, sensationalist, or corrupt.

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People are immersed in popular culture during most of our waking hours. It is on radio, television, and our computers when we access the Internet, in newspapers, on streets and highways in the form of advertisements and billboards, in movie theaters, at music concerts and sports events, in supermarkets and shopping malls, and at religious festivals and celebrations (Tatum,

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The term ‘luxury’ has many meanings and much different type of meanings to different kind of people. The word luxury as to what Google defines is “A state of great comfort or elegance, especially when involving great expense.” “It is a pleasure obtained only rarely or an inessential, desirable item, which is expensive or difficult to obtain.” The synonyms of luxury might be richness, leisure, bliss, delight, comfort, satisfaction and many more but actually it is just a ‘State of Mind’. Luxury is in fact connected with a man’s dreams and experiences that may help him to define what luxury is to him personally.

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